Baker Mayfield caught some attention during “Monday Night Football” when cameras showed him using a ZYN nicotine pouch. The brief moment, which happened before the second half of the Buccaneers‘ game against the Ravens, quickly went viral, sparking a mix of reactions from fans and viewers.

While it may have seemed like an unexpected promo for the product, the company behind ZYN, Swedish Match, had a less enthusiastic response.

Swedish Match became aware of the footage and expressed some concerns, especially given that “Monday Night Football” attracts a wide audience, including younger viewers.

They were quick to point out that despite the visibility, they do not encourage underage use of their products.

The company emphasized the importance of responsible consumption, noting that their nicotine pouches are meant for adults only and should not become a trend among younger fans who look up to professional athletes such as Mayfield.

“Swedish Match appreciates its loyal consumers and encourages them not to show the product in any situation where someone under 21 years old could see it,” a ZYN spokesperson told TMZ Sports.

“The product is marketed only to current nicotine consumers 21 years old and over as a better alternative to continued smoking and other traditional tobacco products.”

NFL guidelines

The NFL also has rules that ban the use of tobacco-related products, including nicotine pouches, during games and official interviews.

While ZYN doesn’t contain traditional tobacco, it does feature powdered nicotine derived from tobacco plants, placing it under scrutiny within the league’s regulations. So far, there has been no word on whether the NFL plans to address Mayfield‘s on-camera moment.